b2b2

B2b2 is a term encountered in business discussions but it does not have a single, universally accepted definition. In general, it is used to describe models or arrangements in which value passes through two business-to-business steps before reaching the ultimate user or customer. Because it is not standardized, its exact meaning can vary by industry and context.

One common interpretation is a two-tier B2B channel or chain. For example, a manufacturer might sell to a distributor or system integrator, which in turn sells to another business or to end users. In this sense, b2b2 is closely related to concepts such as B2B2B or B2B2C, but without prescribing the final recipient. The emphasis is on the sequential B2B relationships rather than the final consumer-facing outcome.

In software, platforms or ecosystems may also be described as operating in a b2b2 manner. A platform could provide services to business customers who then deliver solutions to their own clients, thereby creating value through two interconnected B2B layers. This usage often highlights channel strategy, revenue sharing, and data or service integration across multiple business customers.

Critically, the term can obscure important distinctions if used without clarification. Questions of ownership, control, pricing, and responsibility across each B2B link must be addressed in contracts and governance structures. As with many abbreviations, the practical meaning of b2b2 depends on the specific arrangements and industry norms involved.

Related terms include B2B, B2B2B, and B2B2C, which describe other forms of multi-party business relationships.